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    Manufacturing/Production (Non-I/T)

Corporate Profile

Strong Brands Drive Growth at Bimbo Bakeries USA

Strong brands and a commitment to Quality, Freshness and Service are the secrets behind the success of Bimbo Bakeries USA. Headquarters in Texas, Bimbo Bakeries USA is part of Grupo Bimbo, a respected international leader in the baking industry. Founded in 1945 in Mexico City, Grupo Bimbo manufactures, distributes and markets bread, cakes and cookies in Mexico, the United States and 11 Latin American countries.

History - Bimbo Bakeries USA

Grupo Bimbo began importing products to the United States in the 1970s. In 1998 the company acquired Mrs Baird's Bakeries. Today Bimbo Bakeries USA, with headquarters in Fort Worth, Texas, operates 17 plants in California, Texas and Ohio with more than 5,300 employees.

The Strength of The Brands

Brands such as Bimbo, Tia Rosa and Marinela are as familiar to consumers in many countries as Coca Cola is in the United States. With the Hispanic population in the U.S. growing at a record pace, Bimbo Bakeries USA is employing a unique and successful strategy to become a major force in the U.S. baking industry.

Strategic Acquisitions

Since last year, the U.S. division of Grupo Bimbo has been acquiring bakeries in states with large and growing Hispanic populations. In Texas, Bimbo purchased Mrs Baird's Bakeries. In California, Bimbo acquired Four-S Bakeries. Both companies produce the top-selling breads in their markets. While continuing to grow these businesses, Bimbo is using the acquisitions as a platform to expand distribution of its own powerful brands Bimbo, Marinela and Tia Rosa.

"We are streamlining our operations to provide a wider variety of products that serve every segment of the market," says Juan Muldoon, president of Bimbo Bakeries USA. "We are expanding distribution of our strong U.S. brands, such as Mrs Baird's and Weber's, while at the same time providing a host of new products from our parent company."


In California, Muldoon notes, the Hispanic population is expected to increase from 32 percent to 36 percent. "This creates a growing demand for the familiar quality products that our company bakes," he says. "The purchase of Four-S and a recent reorganization of our other facilities in California position us to serve the entire state with products that have a unique appeal to the fastest-growing segment of the population."